Microgreens Creating Macro Moments: A Q&A With Shelby Rodich, Senior Marketing Manager, BrightFresh^®

A fresh-forward movement has been growing in home kitchens. Consumers young and old are turning to microgreens as a simple and delicious way to brighten up everyday eating experiences. 

Busy parents are sneaking extra vitamins into their kids’ meals by adding microgreens to pastas and sauces, dinner party hosts are arranging them on top of dishes to elevate flavor and visual appeal, and young professionals like myself are tossing them into their morning smoothies.

The rise in microgreens’ popularity has been driven by retail labels such as BrightFresh^®. As Shelby Rodich, Senior Marketing Manager, tells me, marketing efforts have ramped up in recent years, and consumers are reacting with their wallets.

Chandler James: It’s clear to me that microgreens are more than a trend at foodservice or retail—they’re here to stay. As a veritable microgreens expert, how has BrightFresh seen this category grow in the past few years?

 Shelby Rodich, Senior Marketing Manager, BrightFresh^®: Consumer interest in microgreens has expanded outside of the restaurant space, and shoppers are looking for ways to incorporate their benefits into their weekly routines. This growing demand reflects a bigger cultural trend around health and wellness, which has taken center stage. Consumers today are more mindful than ever about what they’re putting into their bodies. As a result, there’s a heightened focus on healthy and responsibly sourced options during weekly grocery trips. More and more shoppers prioritize nutrient-dense ingredients like microgreens that can enhance their health without losing out on flavor.

CJ: I’m so intrigued by this produce item’s expansion from the foodservice space to retail shelves. How has shopper behavior evolved?

SR: In the past few years, microgreens have moved beyond niche markets, gaining presence in mainstream grocery aisles. Retailers are responding to this demand by expanding the availability of microgreens in-store, making them more accessible to a wider audience. 

BrightFresh has seen particular success in recent years with retailers like Walmart and Costco, where both value and quality are top priorities for their loyal customers. As more people learn about the versatility of microgreens, the category continues to expand, positioning microgreens as a staple ingredient in home kitchens. 

CJ: What different microgreens does BrightFresh offer, and what sets these offerings apart from others on the market?

SR: Our bestselling items in the traditional retail format are BrightFresh Micro Rainbow Mix and BrightFresh Micro Arugula. Both have demonstrated impressive same-store growth, ranging from 10–30 percent. We’ve also seen major success with our most recent launch, the BrightFresh Supergreens Micro Medley. This 6 oz pack is only available at Costco, allowing fans to enjoy the benefits of our products in a larger pack size at an affordable price point. 

It’s no secret that perfecting farming techniques takes time, and we’ve moved beyond the days of experimentation and trial and error. With 25-plus years of experience, our company’s extensive growing history means every product we deliver is of the highest quality, with larger leaves, deeper colors, and more concentrated flavor. 

"This growing demand reflects a bigger cultural trend around health and wellness, which has taken center stage.”

Shelby Rodich, Senior Marketing Manager, BrightFresh®

In the age of indoor farming, we stay true to our roots and believe harnessing the power of natural sunlight year-round allows us to grow responsibly and with the highest food safety practices. Our strong connection to these natural resources drives us to employ resource-efficient techniques while minimizing energy use on our farm in San Marcos, California.

CJ: I know much of the category’s success is attributed to BrightFresh’s marketing efforts as of late. Can you tell me about some strategies you have implemented?

SR: About a year ago, we expanded our marketing team by bringing on a Content Manager to optimize digital and social media marketing strategies. We quickly discovered simple, healthy recipe videos were resonating most with our audience, increasing engagement and views. 

Product education is at the core of what we do. Whether it be the main focus of a campaign or a secondary goal, showing the benefits and versatility of microgreens is integral to acquiring new customers and expanding the market. 

We have also expanded our reach significantly through influencer collaborations and user-generated content that showcases creative recipe ideas featuring our microgreens. What sets our approach apart is that we go beyond simply featuring influencers using our products and instead have them document the entire journey, including purchasing BrightFresh microgreens in-store. 

We also utilize targeted ads, which are geo-targeted to areas where our influencers’ audiences and retailer locations align. All of these strategies have not only increased our brand visibility but driven deeper connections with a wider audience, ultimately fueling the demand for our products.

CJ: All of this rapid growth has clearly been supported by a strong infrastructure at BrightFresh. What has the company done to ensure it can keep pace with increasing demand? 

SR: For starters, we have acquired neighboring properties to prepare for significant expansion. Land preparation took several months, and we are now in the process of building new greenhouses, which will soon double our production capacity. This expansion will enable us to deliver even more high-quality, fresh microgreens to both current and new customers, positioning us for long-term success.

Fresh, visually stunning, and packed with flavor, microgreens are everything a consumer could ask for in their fresh produce purchase. With a brand like BrightFresh on the label, shoppers will continue to add this offering to their cart time and time again.